Why EMV Rollout in the U.S. Is a Failure

Transaction Processes Confusion

A lot of confusion also exists about how to use the cards in certain types of transactions. According to Michael English, both industry players and POS providers are unsure how the EMV standards will work with regard to tipping, tip adjustment, and special transactions, such as bar tabs at check out, which are all allowed. "There are differences in the clerk and customer experience when comparing EMV to magstripe transactions, so training and retraining staff is necessary," he said.

October 1, the deadline for credit card companies and retailers in the U.S. to make the switch to the new EMV chip standard and replace the old magnetic strip on credit cards, has come and gone. But according to Forbes, nearly 60 percent of consumers have yet to receive their new upgraded credit cards, nearly 70 percent haven't gotten any information at all about the new chip technology, and those who have received the chip-enabled cards have no idea what the change is all about.

The point of the new cards is to decrease the risk of credit card fraud and provide a safer way for financial transactions. Similar to the European credit card experience, the new chip cards will change the way we check out at stores. Card users insert the card into an EMV terminal, where it remains throughout the duration of the transaction. No more swiping a magnetic strip. However, in its survey on consumer awareness of the new EMV changes, Harbortouch found that half of the respondents don't believe that security is going to improve with chip-embedded cards.

All we know for sure right now is that the adoption of the new system is progressing slowly. So why are businesses – and in turn, consumers – so hesitant to embrace EMV chip-enhanced credit cards?